BU 692u Strategic Brand Management

Spring 2005
Instructor: Dr. Hugh Munro
Oice: !"0#6
$ontact Inormation: !hone: %%#&0'(0) e*t 2556+ emai, -
hmunro@wlu.ca
Instructor: Dr. Brad Da.is
Oice: !20(2
$ontact Inormation: !hone: %%#&0'(0) e*t.25"9
/mai, - bdavis@wlu.ca
Course Objectives
Everything your organization does communicates. And, everything that is
communicated is rocessed and stored by consumers in a mental !ile" the brand.
#his is not the brand de!ined by the A$A many years ago as an identi!ication
mar% used to distinguish one o!!ering !rom another. &t's not recognizing the (&)E
swoosh* it's how you !eel when you see the swoosh.
+randing is the central comonent o! mar%eting strategy and the dominant theme
in mar%eting today a!!ecting not just Consumer ,oods but also +-+, .ervices, and
(on/0ro!its. #his course will give students a deeer understanding o! the rocess o!
brand building in a variety o! business conte1ts, the integrated re2uirements !or
e!!ective brand rein!orcement and revitalization, and the models, measures and
imact o! brand e2uity.
3e2uired 3eadings
)evin 4ane )eller, .trategic +rand $anagement" +uilding, $easuring, and
$anaging +rand E2uity 5rentice 6all, -
nd
Edition, -7789
Evaluation Comonents
+rand Audit 3eort : 0resentation 5,rou9 ; <7=
+rand 0ersonality Assessment 5&ndividual9 ; -7=
+rand >ournal 5&ndividual9 ; -7=
0articiation ; -7=
Each o! these is described in more detail below.
+rand Audit 0roject 5<7= / ,rou Assignment9
.tudents will !orm brand management teams to wor% on this roject. ?our
assignment is to adot a brand and conduct a brand audit. Every team must study a
di!!erent brand. Once you have !ormed your grou send me an email with your
brand and team members and & will con!irm your selection 5this should be done by
the beginning o! our third class9. ?our goal is to develo a +rand +oo%. #he boo%
should include"
@. A brand history o! the brand" origins, %ey stages in its growth , etc...
-. An assessment o! the brand's current status / aly the concets o! brand
hierarchy, customer;based brand e2uity yramid, brand ositioning and
values, and brand mantra to describe the brand's current status 5e.g.,
intended versus actual meaning and value to customers9.
8. Analyse how the various branding elements 5e.g., brand name, logos,
symbols, slogans, ac%aging, etc.9 and mar%eting mi1 activities 5e.g.,
integrated communications, ricing, channels9 are contributing to this
current brand status.
<. $a%e recommendations as to how you would build and manage the e2uity o!
this brand in the !uture. .uort your recommendations with %ey concets
discussed in the course.
#he +rand +oo% should be a ma1imum o! @7 tyed written ages lus e1hibits and
is due at the beginning o! our last session. Auring that class your grou will resent
a to/line summary o! your brand audit and recommendations. #he reort will be
worth B7= and the resentation <7= o! this assignment's contribution to your
overall grade 5<7= o! your overall grade9.
+rand 0ersonality Assessment 5-7= / &ndividual Assignment9
+rands have been shown to have ersonalities and the challenge !or mar%eters is to
shae these brand ersonalities so that they are aligned with those o! its targeted
customers. Customers have also been shown to have di!!erent tyes o! relationshis
with brands 5e.g., see Cournier's tyology in +rand Cocus D.7 in the te1t9. Choose a
brand with signi!icant meaning to you 5one di!!erent !rom your brand audit9 and
assess its ersonality using the !ollowing methods and techni2ues !rom the chater D
in the te1t"
Ese Aa%er's brand ersonality scale measures to ro!ile your chosen brand
5test your ratings with those o! a samle o! your classmates9
Ese rojective techni2ues to create an image !or your selected brand.
.eci!ically describe your brand in terms o! the !ollowing" an animal,
activity, !abric, cologne or er!ume, music, car, occuation, sort, and #F
show.
Ese Galtman's G$E# techni2ue to create a summary image or collage o!
your brand. #est the reaction to your collage with !ive o! your colleagues and
cature their !eelings and emotions.
Ese Cournier's tyology to describe the tye o! relationshi that you have
with your selected brand.
Crom the above, o!!er some insights into how mar%eters can build and enhance the
brand e2uity !or your selected brand.
0reare a oweroint resentation 5ma1imum H slides9 o! your brand ersonality
assessment and imlications to be resented in .ession 8 5$ay B : I9 o! the course.
+rand >ournal 5-7= / &ndividual Assignment9
+ecause o! their imortance to business and to consumers there are numerous
newsaer, magazine, and journal articles written about brands. 0reare a journal
containing at least ten articles that address the toic o! branding. &nclude coies o!
the articles in your journal as well as a brie! summary o! the course related concets
that they illustrate 5e.g., a aragrah summarizing the concet illustrated in the
article and its imlication !or management9. #he seci!ic articles can be discussed
during the term and lin%ed to the toicJconcets covered in a seci!ic session as art
o! your articiation. #he journal itsel! should be comleted and submitted at the
beginning o! the second last class ; >une @Kth. &t would be hel!ul and re!erred i!
the journal was an electronic one so that it could be osted and shared with the rest
o! the class.
Class 0articiation 5-7= &ndividual Assessment9
As this course is highly articiative you will be e1ected to come reared, to
actively engage in class discussions, bring in e1amles that illustrate course concets
5as er your journal9 , interact with guest sea%ers, and challenge each other to
enhance our collective understanding o! strategic brand management. ?our
assessment will be based on the value added contributions you ma%e to articiants'
learning e1erience.
Class .chedule, #oics, : Assignments
.ession @ / Aril K : D
Aril K / &ntroduction : Overview o! .trategic +rand $anagement
3eadings" Chater @ 5)eller9
#he Catalysts !or +randing 5osted9
#he Aecline o! +rands 5osted9

Luestions !or Aiscussion
@. Mhat is a brand and how is it !ormedN
-. Can anything be brandedN Are you a brandN
8. 6ow does branding a!!ect customer behaviourN
<. Mhat are the challenges to branding in today's mar%etlace and what are
the imlications !or mar%etersN
Aril D / +uilding +rand E2uity
3eadings" Chaters - : 8 5)eller9
Luestions !or Aiscussion"
@. Mhat is customer/based brand e2uity and what are the advantages to
mar%eters who are able to build it in their roductsN
-. 0ic% two airs o! brands in two di!!erent roduct categories and comare the
sources o! brand e2uity !or each air 5i.e., brand salience, brand
er!ormance, brand imagery, brand judgements, brand !eelings, : brand
resonance9. Mhat does your comarison suggest !or mar%eters o! those
roductsN
8. Cor those same airs o! brands, identi!y the oints o! arity and oints o!
di!!erence and lin% them to their ositioning strategies.
<. Mhich brands resonate with youN Mhich ones don'tN Mhat does this suggest
!or mar%etersN
H. Mithin the broad category o! beverages, identi!y what you believe to be the
cometitive grous. 4abel and e1lain the grouings. Mhat does your
cometitive grouing suggest !or a brand manager cometing in this broad
categoryN
B. #hin% o! one o! your !avourite brands. Can you come u with a brand
mantra to cature its ositioningN
.ession - ; Aril -8
rd
+randing +uilding .trategies
3eadings" Chaters <,H,B, : I 5)eller9
Luestions !or Aiscussion"
@. 0ic% two brands !rom the same roduct category and comare their brand
elements in terms o! memorability, rotectability, adatability,
meaning!ulness, and trans!erability.
-. Cor the same two brands e1amine how each o! the mar%eting mi1 elements
are contributing to the brand's e2uity. Mhat issues do you see in the
mar%eting e1ecution !or these two brands.
8. &denti!y a brand that is attemting to leverage secondary associations. Are
the associations heling to build brand e2uityN 6ow could the brand more
e!!ectively leverage secondary brand %nowledgeN
.ession 8 ; $ay B : I
$ay B ; 3esearch $ethods !or +rand $anagement
3eadings" Chaters K : D 5)eller9
+rand 0ersonality 0resentations
$ay I / $easuring +rand E2uity
3eadings" Chater @7 5)eller9
,lobal +rand .corecard 5osted article9
$easuring : Faluing +rand E2uity 5osted article9
Luestions !or Aiscussion"
@. Mhat are the challenges in trying to measure the value o! brand e2uityN
-. Mhich o! the methodologies do you !eel best catures a brand's valueN MhyN
8. Cind an e1amle o! a recent ac2uisition 5e.g., 0:,'s urchase o! ,illette9
and assess the e1tent to which brand e2uity a!!ected the ac2uisition cost 5try
to 2uanti!y9.
.ession < ;$ay -@
st
A ; Aesigning : &mlementing +randing .trategies
3eadings" Chaters @@ : @- 5)eller9
CaseJE1ercise" #+A
+ ; +rand 3evitalization
3eadings" Chater @8 5)eller9
Case"JE1ercise" #+A
.ession H ; >une 8 : <
>une 8 ; +randing &nternationally
3eadings" Chater @< 5)eller9
6ow ,lobal +rands Comete 5osted9
Cases" .tella Artois 56andout9
Luestions !or Aiscussion"
@. Mhat would you recommend to develo .tella Artois as a global brandN
>une < / 0rivate +randing
3eadings" Mhen ?our Cometition O!!ers $ore Falue 5osted9
Malmart's (e1t Fictims 5osted9
CaseJE1ercise" #+A
.ession B ; >une @Kth
A ; +randing in +-+J 6igh #ech
3eadings" Mhat 6igh/tech $anagers (eed to )now About +rands
Case" .ilicon ,rahics 56andout9
+ / +randing .ervicesJ(ot/!or 0ro!it
Case" American E1ress 56andout9

.ession I ; >une -<
th
: -H
th
Course .ummary : 0resentations o! +rand Audit 3esults
3eadings" Chater @H